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Number of Germans actively managing a social network profile ranked 6 worldwide

Social networks have become a better indicator for social media activities than any other particular tool, since users increasingly tend to aggregate many of their activities such as blogging or video sharing on their social network. That’s one of the more important insights in Universal McCann’s latest report.

The situation is different when it comes to professional networks. With a unique audience of 3.56 m, local leader Xing is eight times bigger than global leader LinkedIn, and Xing is still growing whereas LinkedIn stays flat (see exhibit 2). Twitter doesn’t have a local competitor in Germany. While it’s still on a low level compared to the US, it enjoyed significant growth in 2009. Nielsen found that its reach increased from nearly 1.2 m to just under 2 m between March and July 2009 (see exhibit 3). Of course, there is a difference between reach and active users. Thomas Pfeiffer calculated that Twitter had approx. 28.000 active German users back in March, 145.000 in July. That is rapid growth, albeit on a low level.